Background

The client, a chiropractic clinic based in Franklin, TN, wanted to improve its online visibility and attract more patients organically through search. The goal was to:

Improve rankings for high-converting local search queries.

Build topical authority around chiropractic health and pain management.

Drive sustainable growth through organic search.
 

Objectives

✅ Increase organic clicks and impressions through targeted keyword optimization.
✅ Expand content footprint with informational blog content around user intent.
✅ Improve local keyword rankings to outperform nearby competitors.
 

Strategy
 

🔍 Keyword & Content Strategy

Conducted in-depth keyword research to identify high-potential informational and local keywords such as "Spinal Decompression", "knee flexion exercises," "how to pop upper back between shoulder blades," and "chiropractor Franklin TN".

Clustered keywords by intent (Informational vs Local) and created optimized blog articles around each.

Answered specific search intents using low-difficulty, high-volume keywords.
 

🧠 Topical Authority Building

Published helpful, non-branded blogs targeting pain relief exercises, mobility improvement, and posture correction.

Example articles:

"Exercise to Increase Knee Flexion"

"What is Turtle Neck Syndrome?"

"How to Pop Your Shoulder Blades"
 

📍 Local SEO Optimization

Focused on improving rankings for queries like:

"Best chiropractor in Franklin"

"neck pain chiropractor Franklin TN"

"pain management Franklin TN"

Monitored local pack visibility and optimized GMB/GBP elements to support rankings.

🔗 Off-Page SEO

Increased Domain Rating (DR) from 13 to 51 within 12 months by building high-quality backlinks from relevant sites.

Grew referring domains by +103 and added 1K+ new backlinks, significantly boosting domain authority.
 

Results

🚀 Performance Growth (Mar 2025 vs Jan 2024)

Total Clicks: Increased from 1.04K → 2.43K (+133.46%)

Total Impressions: Increased from 133K → 358K (+168.15%)

Average Position: Improved from 33.5 → 22.5 (11 position jump)
 

📊 Top-Performing Informational Queries

Keywords that were previously not ranking now drive a lot of clicks:

Knee extension exercises – 48 clicks

How to pop shoulder – 43 clicks

Knee flexion exercises – 39 clicks

How long does it take to release trauma from hips – 31 clicks
 

📌 Local Keyword Ranking Improvements

Several high-value local queries improved significantly:

"Best chiropractor Franklin TN" → moved from #9 to #2

"Franklin chiropractor" → moved from #10 to #3

"Franklin pain clinic" → moved from #58 to #44

📍 Local Pack Visibility

The clinic now appears in the Google Local 3-Pack for key queries like “best chiropractor in Franklin,” increasing local traffic and appointment inquiries.